The Finland Line
How could one tempt the boldest travelers to Finland? The answer was that we had to offer something that no other place could. As a result, the advertising people in Hull, England, came up with the brilliant slogan: Finland – Off the Beaten Track.
In other words, Finland was described as a country that the tourist hordes had not yet discovered, a country beyond the well-beaten tracks. The slogan was presumably used for the first time already in 1904 and it retained its popularity all the way until the Second World War. A new poster or a brochure cover with a new illustration was published almost every year.
Why Hull? Because the Finland Steamship Company had a direct route from the English coastal town to the end destination of Helsinki, via various cities along the Baltic Sea. This became the proud Finland Line – a bridge between England and Finland.
In a smart business move, the adventurous tourists were warned that soon it could be too late to discover the unspoiled Finland, like in this brochure from 1928:
”Come to Finland NOW, before the charm and freshness is spoilt. Why not come this year?”
Check out over 200 classic Finnish travel posters and read more about all the great Finnish poster artists in the digital version of our book ”Come to Finland” (found in three different editions; in English, French and German). After enjoying the posters a while we believe you are ready to order the real thing: the printed coffee table book.GOTTA HAVE! GOTTA READ!